| dc.description.abstract | With the increasing of the population and increasing stickly of plastics wasted, the green marketing is not a new strategy for applying anymore. Therefore, the more people get in to know be a green life-style people with the green solution in daily such as drink coffee at store. Research apply this concept in the F&B industry specific is The Coffee House in Ho Chi Minh City. This review proposes a hypothetical model to evaluate analyze and making comparision of each elements such as Green value, Emotional Value, Environmental Consern and Green Premium Price on Perceived Quality and Repurchase Intention.
A survey was conveyed to 315 respondents in Vietnam in online platfrom and directly give paper questionnair at 10 storer on 79 store in 5 districts of cit.y All athering information used for exploration, but there were 304 valid sompleted survey can be conducted, that could be used to investigate information. Different Regression Analysis approach was linked to testing the accuracy of the speculations and theoretical model proposed.
The final result indicate that consumer have a significant intentions in buying green product again thanks to the green marketing factors such as Emotional Value with the envionmental concers deployed on the premium price of product base on the high quality standard. . With regard to reasonable suggestions, marketer and the manager of The Coffee House should perceive the affected components and have special strategy to envolve to improve the quality of the site retain customers intentions
Keywords: Green Marketing, Green Product&Service, Perceived Quality, Repurchase Intention, The Coffee House. | en_US |
